Automakers are mandated to meet stringent environmental norms of the Governments by making the vehicles energy efficient and minimize emission. The obvious solution is to reduce the weight of the vehicle and use engines with small capacity and higher power. While this addresses the emission norm concerns, it induces a challenge in achieving cabin and ride comfort, which the customers are very particular. The magic bullet seems far from evident but in an epiphany of sorts, this has led to a demand for high-end anti-vibration systems (AVS).
As the saying goes, “Every opportunity comes with its challenges”. Meeting this daunting challenge is no different as it requires heavy investment in research and development, testing and validation as well as a need for a state-of-the-art production system.
Fores Elastomech, led by Mr. P J Swamy who has spent more than four decades developing such high-end anti vibration systems (AVS), is addressing these challenges through its unwavering focus on R&D along with a world-class automated and robotic manufacturing system. These niche capabilities enable them to design these components indigenously and offer them at a competitive price. Moreover, the company has achieved this feat without entering into a joint venture with any foreign player thereby giving itself a longer leash to innovate and excel at the development of these anti-vibration components without additional overheads. The company manufactures bushings, engine mounts, hoses, and an array of technical parts.
Meeting Customer Expectations
Auto makers globally are working towards developing platforms that can be used across countries and different vehicle configurations. “This calls for the development of components and systems that must perform the same way in any variant of the platform which, invariably calls for a paradigm shift in the design of our components that are versatile . This is because drive and usage conditions are vastly different across the globe. OEM’s are also demanding longer warranty periods and low service costs which is also a big challenge to meet.
With global OEM’s launching their products in India, making it as one of their production hubs, the suppliers from India must also be able to meet the global standards in terms of design, functionality, performance, all the while maintaining a competitive price. Meeting these
expectations is an arduous task,” says Srikanth Pothapragada, Executive Director, Fores Elastomech.
“It is our diligence and resilience in the face of these challenges while meeting and exceeding customer expectations, that has put the company on the path of continued growth. Fores has come a long way from starting with one client – Bajaj; to what we are today, with marquee customers such as Tata, Fiat Chrysler, Groupe PSA, Renault Nissan, MG Motor, Mahindra and Volkswagen Group to name a few. From being a 100 per cent domestic company, today 40 per cent of our production is exported. We aim to become a global supplier in anti-vibration space by 2025” envisions Srikanth.
Inclusive and Open Workplace Culture
The company which was a part of Varroc Group till 2017 spun-off to form an independent organization. Since then, it has nurtured and developed a core value system called ‘ASPIRE’ which revolves around transparency and ownership among its people. It essentially translates to the objective that each employee should take ownership of his actions. The company has an open workplace culture with no cabins and a flat hierarchy. The working environment is amicable and conducive for women. With nearly 15% of workforce on production floor being women, the company emphasizes on gender inclusion, a rarity in the manufacturing sector.
Safety and health of all its employees is of prime importance to the company. It also believes in inculcating behavioural and cultural change that instils a sense of belonging amongst its employees.
“Adhering and in many cases exceeding in all aspects of environmental laws is our mission and we take pride in it. We do not discharge any hazardous waste and we were the first rubber company to have won a green award at “Clean and Green India 2016.” We also have an organic farm in our factory, the produce of which is distributed to all the staff and workers. We re-engineered our factory building to be able to harvest rainwater and solar energy. It is our duty and responsibility to maintain mother nature for future generations,” adds Swarnalata Pothapragada (Head-Human Resources).
On the Path of Continual Growth:
Even after the rapid transition to BS6 and the debilitating impact of the Covid-19 pandemic, Fores Elastomech continued to be healthy in terms of overall growth.
The company is at the forefront in design AVS components for Electric Vehicles (EV) for some of the big OEM’s in India and globally. “We understand anti-vibration systems for Electric Vehicle better than most of our competitors,” says Srikanth.
Another segment which the company is focusing on is railways. As the Government of India is gearing up in up-gradation of coaches, there are very few players in the country who can truly comprehend AVS needs and demand from these coaches. “We, already being a supplier to companies like Alstom (global leader railways), are keeping ourselves abreast of the latest advancements in this field to be prepared for the day when Indian Railways looks for people in India who can deliver such type of products,” adds Srikanth.
He ends on a note that, “An organization’s success depends on its people and we at Fores have strong leadership and highly motivated staff that manage our production capabilities efficiently. We have developed technology and products that enhance the quality, reliability and economy of our customers and ensure total customer satisfaction.”
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